YTV is looking to reinforce its position as Canada’s channel for families.
The effort centres on a microsite, where Canadians can sign a petition to have Family Day recognized in all provinces and territories. YTV’s goal is to create the world’s longest signature, one that stretches across Canada from coast to coast. Each new signature on the petition is added to the front of YTV’s cross-country John Hancock, and its progress can be tracked on the microsite using a Google satellite image.
YTV’s petition campaign is supported by social media, a TV spot developed in-house to air on Corus channels, and wild postings and ambient signs appearing in family-oriented locations like rinks and toboggan hills.